MAR018-1 CRM Report: Customer Engagement Analysis of Bun Me Corp

This report, prepared by a student, analyzes the Customer Relationship Management (CRM) of Bun Me Corporation Pty, a Vietnamese street food restaurant operating in Sydney. The report begins with an introduction highlighting the increasing importance of efficient customer management in a competitive market. It provides an organizational overview of Bun Me Corporation, discussing its establishment, reputation, and operational details. The core of the report is an analysis of the company's CRM, focusing on its weaknesses, such as the lack of a dedicated website and limited marketing campaigns, both online and offline. The report emphasizes the need for a stronger social media presence, including active participation on platforms like Facebook, YouTube, and Instagram, to engage with the younger demographic. It also stresses the importance of offline marketing activities to reach a broader customer base. Furthermore, the report addresses customer loyalty, pointing out the absence of a loyalty bonus program and recommending its implementation. The conclusion summarizes the findings, reiterating the need for improved marketing strategies and customer loyalty programs to enhance the company's CRM. The report is based on the provided assignment brief and is a response to the problem of customer engagement faced by the organization. The report is a valuable resource for students studying marketing and CRM.

Running head: CUSTOMER RELATIONSHIP MANAGEMENT
Customer Relationship Management
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction:...............................................................................................................................3
Organizational Overview:..........................................................................................................3
Analysis of CRM of the organization:.......................................................................................4
Benefits towards the customers:.............................................................................................7
Conclusion:................................................................................................................................7
References:.................................................................................................................................8

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Introduction:
With a precise focus on the increasing intensity of the business rivalry, the necessity
of managing the customers in an efficient manner, is increasing in a significant manner. The
monopoly of the market is observed to be decreasing in a rapid manner and under such
situation, various business industries are observed to be notably populated and the
sustainability of the business operations is getting affected. With a precise focus on the
increasing number of organizations entering the business market, the companies are facing
the necessity of managing the customer inputs in an efficient manner and at the same time,
the design of the products in accordance to the customer insights, is observed to be one of the
top priorities for the companies in retaining the customers in today’s competitive world of
business (Kotler et al. 2018). However, the incapability of the companies in managing their
customer relationship management system has the possibility of imposing considerable
amount of detrimental consequences. The paper discusses the business operations of one such
business organization named as Bun Me Coporation Pty. The selected organization is a
Vietnamese street food restaurant operating in various locations of Sydney. The paper
evaluates the customer relationship management system of the company and identifies the
area that requires a certain amount of improvement. With the findings, the paper also
formulates a set of activities that are required for the improvement of the capability of the
company in maintaining an efficient customer relationship.
Organizational Overview:
As mentioned the selected organization is Bun Me Coporation Pty. The organization
was established in the year 2013 and is a popular Vietnamese street food organization
operating in Sydney (Zomato.com 2019). The organization is able to develop a strong
reputation in delivering quality foods of Vietnamese cuisine and the strong presence of the

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organization through 8 different shops and restaurants across the city is significant in serving
quality food products to their customers (Zomato.com 2019). The organization usually
operates from 10 a.m. to 3.30 p.m. from Monday to Friday for providing the much required
scope to the customers of Australia in experiencing quality food products of Vietnamese
cuisine (Zomato.com 2019). Along with the food offerings, the capability of the organization
in offering a pleasant atmosphere for their customers is seen to be one of the crucial factors
that influence the purchase intention of their customers.
Analysis of CRM of the organization:
With a precise focus on the infrastructure of the company, it is pretty evident that the
company significant lacks a well- developed and dynamic business website. There is no
independent business website designed for the company and the customers face the necessity
of browsing a third party website for gaining the important information regarding the
business of the mentioned company. The company has a website page in Zomato and
Tripadvisor for communicating to their customers regarding their offerings, availability and
the prices (Zomato.com 2019).
With a precise focus on the business operations of majority of the organizations
operating in the global hospitality industry, it is pretty much visible that the availability of an
independent and dynamic website will be significant for the success of the companies. A
dynamic and efficient business website has the capability to create the awareness amongst the
customers regarding the products and services that a particular company delivers to the
customers. The inclusion of the business website play a crucial role in enabling the company
in effectively providing the information regarding their availability, prices, discounts and
offers. Hence the importance of the business website, as an efficient channel of
communication, is able to gain considerable amount of significance in the modern world of

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business. For the chosen company, the development of an efficient business website becomes
one of the major requirements in increasing the effectiveness of their marketing and
promotional activities (Ghandour 2015).
Other than this, the organization is seen to be largely limited in conducting the
marketing campaigns. Both online and offline marketing activities conducted by chosen
organization are seen to be largely limited. The company is considerably limited in presenting
itself in various social media platforms used by their customers. With a precise focus on the
demographic nature of the customer groups of the organization, it is evident that the company
mostly serves the customers of the younger generation. The youth generation are observed to
be notably inclined towards the usage of the social media which is pretty prominent with their
participation in various social media platforms. Hence, it is evident that the company is
required to focus on improving their efficiency in communicating to their customers through
the social media platforms. The company has the necessity to develop their social media
presence with active participation in various social platforms such as Facebook, YouTube
and Twitter (Tuten and Solomon 2017).
The company has the scope of creating promotional videos for communicating about
the atmosphere along with the products and services that they provide to their customers. The
streaming of the promotional videos through the social media platforms of the company will
be significant for the company in attracting larger number of customers. Along with this, the
customers of the company will gain the much required chance to communicate with the
company through their most preferred communication channel. In addition to this, the
presence of the company in various social media platforms will also influence the customers
in conducting the word of mouth communication and that for any company, operating in the
modern hospitality industry, will be immense. Other than this, the usage of the Instagram will
be crucial for the company in providing the visual presentation of their product chain and the

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services that they offer to their customers. With a precise focus on the concept of the best
seller products, the companies have the necessity to make sure that they offer the products
that are sold on repetitive manner as that increases the profit of the companies. This increases
the urge of the companies in improving their efficiency of achieving the customer inputs so
that they be able to design the products in accordance to the preferences of the customers.
Hence, one of the major requirements for the company in increasing the effectiveness of their
customer relationship management system is seen to be the improvement of their social
media presence (Tuten and Solomon 2017).
Apart from this, the company is observed to be significantly limited in conducting the
offline marketing activities. Lovelock and Patterson (2015), claimed that the importance of
conducting the online marketing and promotional activities has increased in a notable manner
in recent years, however, that does not nullifies the importance of the offline marketing
activities and that is pretty evident with the increasing emphasis of modern organizations
towards the offline marketing activities. The chosen organization has considerable amount of
necessity in improving their offline marketing activities. Though the members of the youth
generation are seen to be the targeted segment of the customers for the company, however,
there are considerable number of customers belonging to the age group of 40 to 60 with a low
preferences towards the usage of the social media and online, purchasing the products of the
company on regular basis. With a precise focus on the fact, the company is expected to put
strong emphasis on conducting the offline marketing activities. Hence, the company must
promote their business operations along with the product offerings in the local and national
newspapers in the form of advertisements (Sridevi and Kumar 2015). Other than this, the
company also have the chance to attract these customers through the advertisements in
renowned business magazines.

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Benefits towards the customers:
Considering the aspect of the customer loyalty, the company lacks the much required
efficiency in retaining their customers. The business operations of the company are seen to be
largely limited in rewarding their customers and forming the much required association with
the customers of the company. The main mode of value creation for the company is seen to
be through providing optimum quality food products along with the pleasant atmosphere that
the company provides to their customers. However, several competitor organizations are seen
to be efficient in rewarding their customers through the loyalty bonus (Long et al. 2013). The
same approach is expected to be undertaken by the selected organization as well. The
company needs to come up with a loyalty bonus programme for their loyal customers where
it will effectively reward high discounts and lucrative offers to the loyal segment of the
customers.
Conclusion:
On a concluding note, it is evident that the company is offering some quality food
products of Vietnamese cuisine to the customers of Sydney. Along with that, the capability of
the company in providing significant services and atmosphere to their customers is observed
to be one of the main factors improving the sustainability of the business performances the
company. Having said that, the company is seen to be significantly limited in conducting the
marketing and promotional activities. The company has the necessity to improve their
efficiency in conducting the offline and online marketing activities with a precise focus on
the improvement of their social media presence for the much required improvement in
managing the CRM of the company. Other than this, the company has the scope of improving
their capability in rewarding their loyal customers for the same cause.

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References:
Ghandour, A., 2015. Ecommerce website value model for SMEs. " International Journal of
Electronic Commerce Studies", 6(2), pp.203-222.
Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T. and Leong, S.M., 2018. Marketing
management: an Asian perspective. Pearson.
Long, C.S., Khalafinezhad, R., Ismail, W.K.W. and Rasid, S.Z.A., 2013. Impact of CRM
factors on customer satisfaction and loyalty. Asian Social Science, 9(10), p.247.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Sridevi, K.S. and Kumar, K.S., 2015. Emerging trends in online marketing. ICTACT Journal
on Management Studies, 1, pp.34-38.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Zomato.com 2019. Bun Me. [online] Available at: https://www.zomato.com/sydney/bun-me-
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